Case Study: International Furniture Company Leverages Pinterest to Increase ROI

Generating Web Traffic and Revenue through New Social Bookmarking Platform, Pinterest.

Challenge: Along with companies investing in more traditional web marketing activities like SEO, PPC and conversion optimization, Social Media has become a major component to the overall marketing strategy . Beacon Technologies began social media efforts for an International Furniture Retailer in early 2010. As new social networks emerge, Beacon researches opportunities and provides discovery, insights, and feedback . Pinterest is a new player in the world of social media and was a perfect fit for

  • Client Facts:
  • Online retailer of healthcare products incorporated in 1997
  • >$13.2M Annual Revenue 2012
  • Goals:
  • Increase brand visibility online by expanding client’s social media presence
  • Increase the number of unique websites linking to the site
  • Results:
  • Added +200 external links leading to client’s website within 60 days of its release, including unique “C” blocks and social media shares.
  • Increased Social Media referral traffic by more than 6%

 

Business Solution: In response to the client’s problem, Beacon created an info-graphic, a piece of visually entertaining content that conveys industry relevant information, which encourages the sharing of information by other bloggers and social media users. Once shared by a visitor through use of an embed code placed immediately underneath the image, a link is placed to the client’s website.

Beacon wrote entertaining copy, created an enticing image, and began promoting the image through various means including social media, newsletter subscriber list, and info-graphic directories.

Results: “C” blocks returned, doubling from 220 to 440 in only 60 days! Total links increased by over 20,000 and external “followed” links increased by 30,000.

Not only did these info-graphics help replenish links lost through attrition; they were often shared on social media platforms, helping to boost brand awareness and reinforce our client as a thought leader in his industry.

When comparing the 60 days before and after the release of the info-graphic, visits from social media sites increased by 6.02%, visits via social referral improved by 5.47%, and conversions from social media sources improved 3.37%.

Logan Ray
With a B.S. Degree from the University of North Carolina at Greensboro, Logan Ray joins Beacon as a Digital Marketing Specialist. Outside the workplace, Logan’s interests include spending time with his wife and dog, board sports and outdoor adventuring.
By | 2017-06-16T12:26:10+00:00 September 24th, 2015|Case Studies|Comments Off on Case Study: International Furniture Company Leverages Pinterest to Increase ROI

Case Study: Online Retailer Increases Brand Visibility by Utilizing Visually Stunning Info-Graphics

Beacon’s Digital Marketing and Design Departments Pair Up to Boost a Client’s Back Link Profile and Improve Their Social Media Engagement Levels.

Challenge: Our client, a healthcare product online retailer, was seeing an erosion of their back link portfolio. They were losing links to their site through attrition as normally is the case with any website. However, they were struggling to replace these with other high authority and/or relevant links. Domain authority and traffic were suffering as a result. The links that were most responsible for website authority, those coming from sites hosted on an original “C” block, had dropped dramatically from 580 links to only 220.

  • Client Facts:
  • Online retailer of healthcare products incorporated in 1997
  • > $13.2M Annual Revenue 2012
  • Goals:
  • Increase brand visibility online by expanding client’s social media presence
  • Increase the number of unique websites linking to the site
  • Results:
  • Added +200 external links leading to client’s website within 60 days of its release, including unique “C” blocks and social media shares.
  • Increased Social Media referral traffic by more than 6%

Business Solution: In response to the client’s problem, Beacon created an info-graphic, a piece of visually entertaining content that conveys industry relevant information, which encourages the sharing of information by other bloggers and social media users. Once shared by a visitor through use of an embed code placed immediately underneath the image, a link is placed to the client’s website.

Beacon wrote entertaining copy, created an enticing image, and began promoting the image through various means including social media, newsletter subscriber list, and info-graphic directories.

Results: “C” blocks returned, doubling from 220 to 440 in only 60 days! Total links increased by over 20,000 and external “followed” links increased by 30,000.

Not only did these info-graphics help replenish links lost through attrition; they were often shared on social media platforms, helping to boost brand awareness and reinforce our client as a thought leader in his industry.

When comparing the 60 days before and after the release of the info-graphic, visits from social media sites increased by 6.02%, visits via social referral improved by 5.47%, and conversions from social media sources improved 3.37%.

Logan Ray
With a B.S. Degree from the University of North Carolina at Greensboro, Logan Ray joins Beacon as a Digital Marketing Specialist. Outside the workplace, Logan’s interests include spending time with his wife and dog, board sports and outdoor adventuring.
By | 2017-06-16T12:44:39+00:00 September 8th, 2015|Case Studies|Comments Off on Case Study: Online Retailer Increases Brand Visibility by Utilizing Visually Stunning Info-Graphics

Case Study: Online Ecommerce Site Doubles Lead Capture and Conversion Rate

Looking for an Effective Strategy to Capture Leads, An Online Retailer of Niche Products Looks to Beacon to Generate New Business Opportunities.

Challenge: Our client, a healthcare product online retailer, was seeing an erosion of their back link portfolio. They were losing links to their site through attrition as normally is the case with any website. However, they were struggling to replace these with other high authority and/or relevant links. Domain authority and traffic were suffering as a result. The links that were most responsible for website authority, those coming from sites hosted on an original “C” block, had dropped dramatically from 580 links to only 220.

  • Client Facts:
  • Leading retailer in the store fixture industry
  • 50+ years in business
  • >$10M Annual Revenue 2012
  • Goals:
  • Optimize the site to increase the email capture soft conversion rate
  • Increase lead capture through email submission without hampering user experience
  • Results:
  • Increased online user engagement
  • Email lead capture increased 238%
  • Email capture soft conversion rate increased by 272%

 

Business Solution: In order to emphasize the benefits of the sign-up feature to visitors and give lead generation a jolt, Beacon chose to install a light box, a small box that appears over the current active page as a screen overlay, such that the visitor can still see the webpage underneath.

The center of the light box image contained a distinct banner offering a discounted price in exchange for the visitor’s email address. Once the visitor provided their address and submitted the form, the site’s database recorded the email address for later use and returned the visitor to the website for further browsing.

Should the visitor wish to skip the offer, the visitor could easily proceed to the website’s visible page below, ensuring that any traffic that could potentially generate sales would not be turned away.

Results: The client saw a 238% increase in email capture and a 272% increase in conversion rate (from .59% to 2.19%) with no adverse effects to the website’s average user visit duration, average time on the website, and the number of total pages viewed per visit.

Logan Ray
With a B.S. Degree from the University of North Carolina at Greensboro, Logan Ray joins Beacon as a Digital Marketing Specialist. Outside the workplace, Logan’s interests include spending time with his wife and dog, board sports and outdoor adventuring.
By | 2017-06-16T12:42:14+00:00 August 27th, 2015|Case Studies|Comments Off on Case Study: Online Ecommerce Site Doubles Lead Capture and Conversion Rate

Case Study: Furniture Company Increases Engagement Through Conversion Optimization

Multivariate Testing gives catalog request landing page a boost.

Challenge:  Landing pages containing conversion points should be tested periodically to make sure they are as efficient as possible. Small things like color, placement, or image size can make a surprisingly large difference in engagement levels and conversion rates. The client wanted to test their catalog request landing page since users who requested a catalog proved to be 70% more likely to purchase.

  • Client Facts:
  • International Furniture Retailer
  • >$200M Net Sales 2010
  • Goals:
  • Increase Engagement
  • Raise Number of Catalog Requests
  • Collect More Customer Information
  • Results:
  • +1.1% increase in Engagement
  • +7.6% Increase in Catalog Requests

 

Business Solution: Using conversion optimization software, Beacon set up three tests to run against the original landing page. One version added a color background, another used a bulleted list of catalog features instead of the original paragraph, and the third version had larger images of the catalogs. Each version was created and shown to an equal percentage of site visitors, while engagement levels and catalog requests were tracked.

CRO

Results: Once each variation, including the original, were shown to nearly 5,000 visitors each and confidence levels were high enough, we found that a colored background caused the highest increase in engagement and catalog requests. The background color was added to the site.

Logan Ray
With a B.S. Degree from the University of North Carolina at Greensboro, Logan Ray joins Beacon as a Digital Marketing Specialist. Outside the workplace, Logan’s interests include spending time with his wife and dog, board sports and outdoor adventuring.
By | 2017-06-16T12:39:53+00:00 August 11th, 2015|Case Studies|Comments Off on Case Study: Furniture Company Increases Engagement Through Conversion Optimization

Case Study: Atypical Tracking Solutions Provide Detailed, Advanced Conversion Metrics

Custom Tracking Options that Provide Data Beyond the Out-of-the-Box Offerings of GA and Other Data Collection Suites.

Challenge:  Our client needed more data on assisted conversions created by pay-per-click and other advertising campaigns. They needed to know how many conversions were influenced by these campaigns, not just based on the final visit, which is where Google Analytics attributes the goal. The data being provided by GA for assisted conversions appeared to be low and our client needed accurate conversion metrics to make informed business decisions.

  • Client Facts:
  • For Profit Medical School
  • Valued $115M in 2008
  • Faculty size greater than 200
  • Over 2,200 students from 24 countries
  • Custom Goal Creation:
  • Create tracking functionality that could double check and expand on the Google Analytics data
  • Allow for the new data to be displayed in an easy-to-use manner

 

Business Solution:  In 2011, Google Analytics provided an update that included mulit-channel goal funnels. For the first time, this free suite offered the ability to see how different sources and campaigns interacted with each other in creating a goal conversion. For a client whose goals often had a lead time of several months (such as for application conversions), several visits were often vital to creating conversions. The ability to track all of the sources/campaigns that contributed to those conversions are invaluable for determining true return on investment.

However, for this client, the assisted conversion total for select sources seemed low based upon total conversions and total inbound visits for those sources. As such, Beacon developed a custom cookie to track users who arrived via these sources at any time in the visit process. Beacon also developed an output function that would send data to the Google Analytics interface whenever a user with this cookie completed a goal conversion. This provided the ability to track this data against the assisted conversions data already present within Google Analytics to better verify the data collected.

Results: After installing the code for the tracking cookie, Beacon let the data accumulate for a month. The results were surprising: Google Analytics was underreporting assisted conversions via pay-per-click by almost 50%. Beacon was able to use this data to make PPC recommendations and adjust budgeting in accordance with the “real” numbers compared to lesser budgets that would have been used based strictly on Google Analytics data.

This is another great example of how deeper analytics can benefit your business and allow you to make data-driven decisions.

Logan Ray
With a B.S. Degree from the University of North Carolina at Greensboro, Logan Ray joins Beacon as a Digital Marketing Specialist. Outside the workplace, Logan’s interests include spending time with his wife and dog, board sports and outdoor adventuring.
By | 2017-06-16T12:39:58+00:00 July 30th, 2015|Case Studies|Comments Off on Case Study: Atypical Tracking Solutions Provide Detailed, Advanced Conversion Metrics

Case Study: Medical School Uses Google’s Async Code to Provide Accurate and Flexible Tracking

Updating Website to Asynchronous Tracking Code from Traditional Tracking Code Follows Best Practices, Improves Site Performance, and Allows for Greater Flexibility in Code Installation.

Challenge: Client was re-launching website in a new format which offered an opportunity to update the site’s existing traditional Google Analytics snippet to the asynchronous tracking snippet. In addition to staying on the cutting edge with Google’s best practices, this was done to improve site speed and also produce more accurate results. This would also provide Beacon some added flexibility in where the snippet could be placed and still perform at optimal levels.

  • Client Facts:
  • For Profit Medical & Veterinary School
  • Valued at $115M in 2008
  • Faculty size greater than 200
  • 2000+ Student body hails from 24 countries six continents
  • Goals:
  • Update website with Asynchronous tracking code for GA for optimal flexibility of code
  • Improve site performance in both speed and accuracy with installation
  • Installation Notes:
  • Tracking code moved into header file for consistency and easier maintenance
  • Virtual Pageviews and Events were updated in order to track users who accomplished a predetermined step or goal completion
  • Results:
  • Client’s tracking script adhered to Google’s best practices and works at the optimum load time and accuracy levels available through GA

 

Business Solution: Previously the Google Analytics tracking code for the client’s website was located before the closing <body> tag towards the end of the page. This was considered an ideal location for this JavaScript snippet because it gave the page an opportunity to load prior to firing. However, due to the structure of the client’s website, this involved the code being included in a number of template files in order to be consistently rendered across every page. Any update to the code required changes to all of these files which increased the potential for errors.

Google’s updates to the asynchronous tracking code offered a greater flexibility than the traditional snippet. When the client re-launched its site to a new Drupal format, this provided a great opportunity to upgrade to the new code which could be placed in a universal header file and still function with a greater accuracy than the previous version. From this point forward, any changes made to the code could be made just once and would be applied site-wide.

Changes to the actual code involved adjusting to the new format. The traditional code used the pageTracker function for its tracking operations. The new async. code is built around the gaq.push function. Once these changes were made to the primary tracking snippet, the final task was to go through the site’s pages and ensure than any virtual pageviews or event tracking were updated to the new codes as well. These represent instances where specialized tracking code snippets are inserted at the point of action to display specific events in Google Analytics. Any instance where this was previously tracked under the traditional snippet was replaced. Beacon was able to conduct a global find and replace to work more efficiently to minimize client hours used.

Results: The adjustments to the asynchronous snippet were made without issue. The client also appreciated that the upgraded tracking code would lead to quicker load times and better accuracy for their Google Analytics data. The new site invested heavily in a number of flash elements, so load time for all installed scripts was critical to ensure a high quality user experience. In terms of accuracy, the client services students hailing from all over the world. Having the most accurate data on segments from each region helps to determine marketing strategy and financing for various countries around the world.

Logan Ray
With a B.S. Degree from the University of North Carolina at Greensboro, Logan Ray joins Beacon as a Digital Marketing Specialist. Outside the workplace, Logan’s interests include spending time with his wife and dog, board sports and outdoor adventuring.
By | 2017-06-16T12:44:43+00:00 July 14th, 2015|Case Studies|Comments Off on Case Study: Medical School Uses Google’s Async Code to Provide Accurate and Flexible Tracking

Case Study: Technology Firm Uses Phone Tracking to Determine Website ROI

Dynamic Phone Tracking Effectively Correlates Inbound Calls to Website Behavior and Marketing Source.

Challenge: Our client wanted to better understand the impact the website was having with respect to inbound calls to its Call Center. The majority of the conversions actually occurred at the Call Center versus online. A better understanding of the source and geographic location of call center conversions stemming from their website would help to maximize the ROI from their web initiatives. How can this be achieved?

  • Client Facts:
  • Technology Restoration Firm
  • $1M+ in Annual Sales
  • Services US and Canada
  • Goals:
  • Install dynamic phone tracking
  • Effectively measure website driven inbound calls
  • Ability to attribute user’s orginial web source (organic, ppc, etc.)
  • Results:
  • Successfully installed custom built code that attributed web driven phone calls to 20+ location/ source combinations
  • Improved ROI by optimizing PPC campaigns based on leads vs. costs
  • 2,000+ in-bound calls tracked in Google Analytics for lead acquisition
  • Full visibility of caller ID information to use for location based organic optimization strategy

 

Business Solution: Effective phone tracking needed to be installed to identify both the location that the user was calling from and the source that led the user to the website. This required displaying a unique phone number to cover each of the many combinations of location and source. With four different office locations (East, West, Midwest, and North) combined with five different potential user sources (organic, PPC campaign 1, PPC Campaign 2, PPC Campaign 3, and all other traffic), a total of twenty unique scenarios needed to be setup and managed.

Each scenario utilizes a unique number obtained from the phone tracking company. When each of these numbers is called, the company logs a phone call to that number and reroutes that call to the client’s primary phone number. Using JavaScript code, these numbers are dynamically inserted into the web page in a specific area such that each user sees a number that represents the region and source. For example, when a user arrives at the site via an organic search and calls the North office, information associated with that specific combination is updated in Google Analytics accordingly. Hence, phone traffic can be easily analyzed alongside web traffic thanks to the integration of phone tracking with Google Analytics.

Unfortunately, the out-of-the-box code offered by the phone tracking company could only account for locations or for source, but not both. Beacon worked with the vendor’s developers to create customizable JavaScript code that could handle multiple variables and display dynamic numbers to bridge this gap.

 

Results:  Custom code was implemented and successfully accounted for twenty different call combinations of user source and locations. Over a six month span, over 2000 phone calls were logged and attributed as customer contact goal conversions for the client. In the short term, this data was used to optimize the company’s PPC budget between the lesser performing campaigns and the more successful ones. Over a longer span, the client used this data to help determine the need for physical office locations in each region.

Logan Ray
With a B.S. Degree from the University of North Carolina at Greensboro, Logan Ray joins Beacon as a Digital Marketing Specialist. Outside the workplace, Logan’s interests include spending time with his wife and dog, board sports and outdoor adventuring.
By | 2017-06-16T13:09:38+00:00 July 2nd, 2015|Case Studies|Comments Off on Case Study: Technology Firm Uses Phone Tracking to Determine Website ROI

Case Study: Custom Contact Forms Convert for National Medical Recruitment Firm

By improving the design of a website’s soft conversion point, Beacon confirmed that first impressions matter.

Challenge: A top specialist employment agency required a way to boost its pool of applicants as well as institutions looking to fill open positions.

Each job opening posted on the client’s website included a contact link at the bottom of the job description. There were no other touch points. Although the end of the job listing was a logical place to include a call to action, few people were using it because it was somewhat inconspicuous. It was a simple text link and was placed below the fold. Reducing the amount of clicks a user has to make in order to make contact can significantly increase conversion rates and time on site. Beacon was given the directive to boost visitor conversion numbers without changing the job listings page, due to various third party considerations, even though this page was the most natural conversion point.

  • Client Facts:
  • Industry Leading Firm since 1983
  • Provides temporary and permanent medical placement services
  • Goals:
  • Increase Online Profitability
  • Improve Lead Generation for Job Seekers
  • Gain Medical Facility Listings
  • Results:
  • 54% increase in contact conversions
  • 48% improvement in conversion rates

 

Business Solution: Beacon identified the problem and needed a simple, more visible way to allow both job seeking applicants and hiring facilities to find a way to contact one another. This prompted the design and creation of a single contact page, which had previously not existed on the client’s site. However, it was the design and inclusion of a consolidated contact page “short form”, incorporated into each of the site’s pages, that was the real game changer.

Utilizing a shorter form with fewer fields can significantly increase the number of conversions. Eliminating just one form field can help increase conversions by as much as 50%. Inclusion of this “short form” in a non-intrusive way on the job search pages and all other related URL’s resulted in a significant increase in conversions. Thus, many new job seekers and valuable institutions in need of immediate resources were added to the website’s database.

Results: The actions taken to improve site performance yielded almost immediate results. Overall goal completions increased by over 54% and goal conversion rate improved by almost 48%. Other site metrics such as on-page engagement and time on site increased as well.

Logan Ray
With a B.S. Degree from the University of North Carolina at Greensboro, Logan Ray joins Beacon as a Digital Marketing Specialist. Outside the workplace, Logan’s interests include spending time with his wife and dog, board sports and outdoor adventuring.
By | 2017-06-16T13:07:32+00:00 June 19th, 2015|Case Studies|Comments Off on Case Study: Custom Contact Forms Convert for National Medical Recruitment Firm

Case Study: International Medical Supply Company Dramatically Improves Organic Visibility

In the Wake of a Google Panda Update, Beacon Guides an Ecommerce Websites to Increased Rankings and Visibility

Challenge: Client was facing duplicate content issues in the wake of a Google Panda update because their ecommerce website had many similar products with almost identical content. In this case, it was the near duplicate content that was hurting the rankings of the entire site. The frustrated client had run into trouble with Google because they had a very large number of products and didn’t understand how the content on their site impacted the site as a whole. The algorithm change was causing a rapid decline in search engine traffic.

  • Client Facts:
  • American Based Medical Supplier
  • Online Sales of $200K 2011
  • Faculty size below 50 employees
  • Goals:
  • Reduce Duplicate Content and Google Panda Algorithm mitigation
  • Improve Website Indexing of 60,000 products and search traffic
  • Results:
  • Website Visits: +99.05%
  • Pageviews: +40.79%
  • Landing Page Entrances: +420.94%
  • Conversions: +54.90%
  • Online Revenue: +45.29%

 

Business Solution:  Beacon first created a robots.txt file to block Google from crawling dynamic, unnecessary, and weak pages. A robots.txt file is the easiest way to block URL parameters and entire folders. Many pages were being replicated through the website’s CMS (Content Managment System) Platform. Over time, the robots.txt file was able to get most of the duplicate content removed from the index. Beacon then faced the issue of duplcate URLs due to pagination. Paginated duplicate content had the negative side effect of the products not being indexed at all. Through parameter handling in Google Webmaster Tools, Beacon provided suggestions to the Google crawler to ignore certain parameters and get a more efficient crawl, resulting in less duplication.

While targeting the duplicate content issue, a URL rewrite was implemented that created more search-engine friendly URL’s. The rewrite also prevents duplicate content from being created on new pages along wtih a unique URL. New unique content was also created with internal links that more efficiently pass PageRank to internal category and product pages. Improving the content quality was imperative to create compelling pages that improved the user experience while also improving SEO results.

An important final step was taken to survey the URLs that Google had indexed for the site. While querying the Google index, it was discovered that a test site had been inadvertantly crawled, causing major site duplication. Blocking the test site greatly increased the efficiency of the web crawl.

Results: The removal of duplicate content increased the number of pages in the Google index and the ability for Google to crawl the site. Although it sounds counter-intuitive to remove hundreds of thousands of URLS, doing so improved the rankings for thousands of product pages in Google. A rising tide lifts all boats, and the website’s rankings improved significantly. The client is now able to focus on building out brand signals and improving user engagement and usability.

Logan Ray
With a B.S. Degree from the University of North Carolina at Greensboro, Logan Ray joins Beacon as a Digital Marketing Specialist. Outside the workplace, Logan’s interests include spending time with his wife and dog, board sports and outdoor adventuring.
By | 2017-06-16T13:09:13+00:00 June 4th, 2015|Case Studies|Comments Off on Case Study: International Medical Supply Company Dramatically Improves Organic Visibility

Case Study: By Increasing Email Captures, Retailer Increases Potential Lead Generation

Beacon optimizes the website’s soft conversion rate by developing a custom light box to house their Sweepstakes

Challenge: Our client, an international furniture retailer, offered a chance to win their Sweepstakes in exchange for an email address by their site visitors. In order to increase these soft conversions without distracting their visitors, they needed a non-obtrusive method to display their Sweepstakes and expand potential lead generation.

  • Client Facts:
  • Leading retailer in the furniture industry
  • 100+ years in business
  • >$250M Net Sales 2012
  • Goals:
  • Optimize the site to increase a specific soft conversion rate (email addresses)
  • Increase lead capture through email submission without hampering user experience
  • Results:
  • Email lead capture increased 41%
  • Increase this specific soft conversion rate by 42%
  • Increase user engagement on site

 

Business Solution:  The client had previously used many traditional email subscription boxes in the sidebar, header, footer, and site banners throughout. Beacon chose to install a light box, a small, translucent box which appears over the active website page, enabling the visitor to still view the website content underneath.

Within the light box area, a banner offered visitors the opportunity to enter a sweepstakes. Once having clicked on the banner image, the visitor is taken to the sweepstakes entry page where they are encouraged to provide their information, after which they may resume shopping.

Should the visitor wish to skip this opportunity, the visitor can easily proceed to the site without entering the sweepstakes, ensuring that any traffic that could potentially generate sales will not be turned away.

There were additional considerations so as not to interfere with a positive user experience. Frequency was addressed by setting a cookie so that the light box would be served up to any one visitor a maximum of once every 7 days. In addition, the client requested that the light box appear on whatever landing page the user arrived on.

Results:  The client saw a 41% increase in sweepstakes email capture and a 42% increase in conversion rate (from a 5.8% to 8.23%) with no adverse effects to visit duration, time on site, and page views per visit.

Logan Ray
With a B.S. Degree from the University of North Carolina at Greensboro, Logan Ray joins Beacon as a Digital Marketing Specialist. Outside the workplace, Logan’s interests include spending time with his wife and dog, board sports and outdoor adventuring.
By | 2017-06-16T13:09:19+00:00 May 19th, 2015|Case Studies|Comments Off on Case Study: By Increasing Email Captures, Retailer Increases Potential Lead Generation
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